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Trying to grow your car count by attracting new customers? Besides being the most expensive way to increase business, there's some stats you need to know. 

Think about this: THE NUMBER 27. I know, doesn't mean anything right now but, instead of writing it all out, have a look at this video. You'll be surprised!

AUTO-REPAIR-SHOP-MARKETING.thumb.jpg.8ba1452befa2053dbe611453d4c36e1a.jpg

 

Hope this helps!

Matthew
"The Car Count Fixer"
 

P.S.: Follow CarCountHackers on Facebook - Subscribe to CarCountHackers on YouTube https:/YouTube.com/CarCountHackers - Grow your car count, income and profits!

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Hello Matthew,

You do know that in order for any business to survive that they MUST attract new customers, right? 

No matter what business you are in you will lose customers to attrition, whether it's by death, or moving or they become mad at you for some reason.  So the appearance that we should avoid marketing to new customers is ludicrous.  We MUST attract new customers whether it is when we are first starting and growing or to maintain our customer base to remain in business.

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Yes TrustedMechanic! You are 100% right. The issue that I see almost all the time is that just because you get a new customer, shop owners are delusional and figure that all the work is done! But the fact is, after even a PERFECT first visit (and then we could discuss "perfect" for ever and ever) that shop only had a 27% chance of that customer coming back for a second visit. 

Again, I know it DOES happen and you MUST market to new customers. But typically, those new customers are the HARDEST (not to mention most costly) to get - and the easiest to lose. 

The point is - just because they came once doesn't mean they're coming back - so you still have to work (hard) to make that happen!

Hope this helps! 

Matthew
"The Car Count Fixer"

P.S. Follow Car Count Hackers on Facebook and subscribe to Car Count Hackers on YouTube!

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  • Have you checked out Joe's Latest Blog?

         3 comments
      Got your attention? Good. The truth is, there is no such thing as the perfect technician pay plan. There are countless ways to create any pay plan. I’ve heard all the claims and opinions, and to be honest, it’s getting a little frustrating. Claims that an hourly paid pay plan cannot motivate. That flat rate is the only way to truly get the most production from your technicians. And then there’s the hybrid performance-based pay plan that many claim is the best.
      At a recent industry event, a shop owner from the Midwest boasted about his flat-rate techs and insisted that this pay plan should be adopted by all shops across the country. When I informed him that in states like New York, you cannot pay flat-rate, he was shocked. “Then how do you motivate your techs” he asked me.
      I remember the day in 1986 when I hired the best technician who ever worked for me in my 41 years as an automotive shop owner. We’ll call him Hal. When Hal reviewed my pay plan for him, and the incentive bonus document, he stared at it for a minute, looked up, and said, “Joe, this looks good, but here’s what I want.” He then wrote on top of the document the weekly salary he wanted. It was a BIG number. He went on to say, “Joe, I need to take home a certain amount of money. I have a home, a wife, two kids, and my Harly Davidson. I will work hard and produce for you. I don’t need an incentive bonus to do my work.” And he did, for the next 30 years, until the day he retired.
      Everyone is entitled to their opinion. So, here’s mine. Money is a motivator, but not the only motivator, and not the best motivator either. We have all heard this scenario, “She quit ABC Auto Center, to get a job at XYZ Auto Repair, and she’s making less money now at XYZ!” We all know that people don’t leave companies, they leave the people they work for or work with.
      With all this said, I do believe that an incentive-based pay plan can work. However, I also believe that a technician must be paid a very good base wage that is commensurate with their ability, experience, and certifications. I also believe that in addition to money, there needs to be a great benefits package. But the icing on the cake in any pay plan is the culture, mission, and vision of the company, which takes strong leadership. And let’s not forget that motivation also comes from praise, recognition, respect, and when technicians know that their work matters.
      Rather than looking for that elusive perfect pay plan, sit down with your technician. Find out what motivates them. What their goals are. Why do they get out of bed in the morning? When you tie their goals with your goals, you will have one powerful pay plan.
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